By Business Insider Reporter
Africa’s tourism industry is poised for a dramatic transformation as Marriott International unveils plans to open more than 50 new hotels with over 9,000 rooms across the continent by 2027 – with East Africa set to be one of the biggest beneficiaries of the expansion.
According to Marriott’s announcement this week, Tanzania and Kenya, alongside Egypt, Morocco and Nigeria, will host more than half of the new openings planned over the next two years, reflecting a strategic focus on regions rich in cultural, wildlife, and adventure tourism.
The investment comes at a time when East Africa is fast positioning itself as Africa’s next premium tourism frontier, with governments heavily investing in infrastructure, easing visa regulations, and branding their countries for global adventure and luxury markets.
Safari meets luxury
Among the most anticipated developments is the upcoming Mapito Safari Camp in Tanzania’s Serengeti, which will be part of Marriott’s prestigious Autograph Collection and The Ritz-Carlton Safari Camp in Kenya’s Maasai Mara – both set to elevate safari experiences in the region to global five-star standards.
These high-end lodges are part of a broader plan to make East Africa a hub for experiential, nature-based tourism that appeals to both luxury travellers and adventure seekers.
“This is a vote of confidence in Tanzania’s tourism potential,” said Gloria Mwakasege, a tourism development expert in Arusha. “Having international brands like Marriott invest in safari regions helps attract high-value tourists, increases foreign exchange earnings, and raises hospitality standards across the sector.”
Boost for employment, local economies
The influx of branded hotels will generate thousands of direct and indirect jobs in construction, hospitality, transport, and the local supply chain – from food producers to tour operators.
In Tanzania alone, the tourism sector contributes more than 17% to GDP and is a leading source of foreign exchange.
The arrival of globally recognised hotel brands will help sustain that growth while unlocking untapped tourism destinations.
Tourists coming through Marriott’s networks are often repeat travellers, high spenders, and culturally curious – the exact demographic that the country want to attract for sustainable tourism.
Regional growth
Marriott’s Chief Development Officer for Europe, Middle East, and Africa, Jerome Briet, attributed the expansion to a combination of factors: improved regional connectivity, stronger public-private partnerships, and visionary government tourism strategies.
“We are witnessing a transformation of Africa’s tourism sector, driven by enhanced infrastructure and diversified travel experiences,” said Briet.
Tanzania’s recent investment in airports like Msalato International Airport in Dodoma and upgrades to the Kilimanjaro International Airport are expected to boost access to interior regions where many of the new lodges will be located.
East Africa’s competitive edge
With 60% of Marriott’s upcoming Africa projects located in North and East Africa, the region is set to take a leading role in reshaping how global tourists experience the continent.
East Africa’s unique combination of wildlife, coastline, cultural heritage, and now – branded luxury – is rapidly turning it into a top-tier travel destination.
For Tanzania, the entry of new Marriott properties aligns with national goals to attract 5 million tourists annually by 2027, up from the current 1.9 million, and to expand tourism beyond northern circuits into southern and coastal destinations.
Marriott’s bold expansion signals a pivotal shift for East African tourism – one that brings global standards, new market segments, and long-term economic benefits. As Tanzania prepares to welcome high-end safari travellers and global explorers, its tourism landscape is set to rise to new heights – with luxury, conservation, and community at its core.
